Blog Archives

As the old traditional status of ‘what I have’ becomes overshadowed by those looking more to experiences to differentiate themselves, consumers are embarking on a status shift to ‘who I am.’ This need for self-improvement – to be more creative,…

Legislation, food trends, consumer shifts and an ever evolving health and wellness movement are still challenging the food and beverage industry. The interpretation and translation of trends is essential for brands to differentiate in an oversaturated market place – to find inspiration for…

Unbelievably, only a couple of weeks ago we saw Dove take a dive into the feathery pit of campaign fails! Their bid to to impress their loyal consumer with a tongue in cheek portrayal of women’s bodies represented by different…

Whilst Dove led the way and opened so many doors in marketing to ‘real’ women, it appears their latest campaign has failed to impress? Why? Below, Sam Ellison, one of our founders believes that Dove needs to once again focus…

We all love a bit of a break from perfect ..and we love this packaging! #BeautyOfImperfection This bold rebrand for Higgidy has a completely new identity and packaging, featuring illustrations inspired by mismatched ceramic plates. The designs celebrate the “hand-finished”…

With Global Luxury slowdown, there is an increasing need for luxury brands to diversify in new and alternative directions. Indeed, it will be the savvy brands and marketers who reassess the nature of luxury in 2017 and strategically evolve their…

Redshoe Partner Manucore’s #PLF16 Manucore is where over 60 senior members of the Manucore community gather to debate, share ideas and network. Sam and Emma, Redshoe founders, spent time listening and speaking with executives from the likes of Coty, Coca-Cola,…

Leading marketing To Women Design Agency, Redshoe, know that for brands to gain a competitive advantage they will need to build better and more connected creative solutions to share Her emotional and intellectual journey. It goes without saying that looking…

WE LOVE THE IDEA OF BRANDS BUILDING INSIGHT FROM THE MINDS OF CHILDREN Brands are always looking for new innovations and processes to create better solutions, so who knows how pertinent and powerful any insight could be that is gathered from…

BRANDS – don’t underestimate the massive influence the female-millennial consumer has on sales across all consumer spending in the UK – and this is set to grow. Millennials are turning away from materialism and traditional measures of success, and instead focusing…

We love this fabulous bit of social media by Sainsbury’s, which went viral, and now Vegan cheese is known nationally as ‘Gary.’ It’s brilliant! It started with a facebook rant with customers disagreeing over whether the term ‘cheese’ was appropriate…

IT IS SHOCKING TO LEARN THAT 91% OF MUMS FEEL BRANDS DON’T UNDERSTAND THEM. BRANDS ARE MISSING A TRICK… Because ‘MUMS’ have a massive influence on their sales whether as Primary Consumer, Gatekeeper or using her Power of Veto …

An immersive coffee experience anyone? There’s a new generation of consumer making demands in the market – one that seeks to connect on a more personal level and immerse themselves into a brand’s authenticity as a shared experience. And this…

Brilliant to see our own Emma or ‘Jones’ featured on the front cover of Packaging News with the accolade of Quote of the Month. And a statement that clearly struck a chord. “Packaging Design IS The Forgotten Tool In Marketing,”…

Quite honestly, we can’t say that Excel London is the easiest of venues to get to – but once decamped there was plenty going on. Wall-to-wall with speakers (our Sam & Emma being the main talking point) seminars, workshops and…

Consumers are looking for a different expression of quality, and one key trend ‘ESSENTIALISM’ is for brands to move towards packaging that is simple, with clear story telling and distinctive structures – there is still huge respect for products that have…

Marketing to women has never been so exciting and honest. It is stripping idealism and perfectionism right back and instead identifying with the core values of women, with more integrity and diversity than ever before. Lingerie brand, Lonely understands the…

As Published in The Huffington Post Intuitive design is mutually inclusive – not mutually exclusive – driving emotion through strong visual context. It appeals to the senses, not to a gender, to communicate what it is, what it does, how…

Yesterday this article here caught our eye. It talks of the future of marketing to women, and we couldn’t agree with it more. Got to congratulate Unilever as a true champion of the cause – not only in creating some…

Read our article with the Marketing Blog where we shared some of the secrets for generating female appeal from day 2 of M2W conference in NY. http://www.themarketingblog.co.uk/2016/05/the-lowdown-on-how-to-create-female-appeal/

With the latest thinking and insight from 2016 M2W global conference New York, please enjoy our article exclusively written for the DRUM on what all marketers need to know about Millennials: http://www.thedrum.com/opinion/2016/05/17/four-things-marketers-need-know-about-millennial-women

India is a culture that is renowned for its conservatism towards gender roles, which makes Proctor & Gamble’s new campaign for their Ariel brand even more powerful. Results from a P&G survey of men, women and children in India showed…

If you’ve decided to swap the edamame beans for a slice of cake and ditch your new years resolutions already, rest assured you’re not alone, in fact after 2 weeks nearly half of us have gone back on our promises…

You may have just heard on the grapevine that there’s a new star wars movie ‘The Force Awakens’ and it premieres this week around the world. And this one is different! Yes it’s the first proper sequel and one that features the cast…

M2W® (the world’s largest event for marketing to women) is delighted to appoint UK brand design agency Redshoe to it’s Global Steering Committee for 2016. In it’s role Redshoe joins marketeers and industry experts from twenty five countries around the world…

Read all about our thoughts on the big 8 marketing to women trends from Day 2 at the M2W conference Chicago in our Marketing article below: http://www.marketingmagazine.co.uk/article/1344184/eight-key-marketing-women-trends-m2w-conference

We’re delighted to be at the M2W conference today in Chicago where we’re blogging about the next big thing in marketing to women, like Wellness, co-shopping and emotion. Click on the link below for the blog as featured in todays Marketing magazine.…

The ‘This Girl Can’ campaign by sport England launched in the UK this month with the aim of inspiring women to as they put it ‘wiggle, jiggle, move and prove that judgement is a barrier that can be overcome’. It’s…

The recent NewsLifeMedia report has discovered 6 mindsets that women move between when interacting with the outside world. Social identity “Me, myself and I” Her need to connect with her tribe, sharing the same interests- 94% of women in the social…

How does the new Victoria’s Secret ‘Perfect Body’ campaign make you feel? Join the discussion here… https://www.linkedin.com/groups/Victorias-Dark-Secret-8102073%2ES%2E5933656220949839875?trk=groups_most_recent-0-b-ttl&goback=%2Egmr_8102073

You can hardly look through the latest marketing news at the moment without stumbling upon the very latest gender marketing buzzword, last month it was all about Femvertising, this week it’s ‘Fempowerment’ but it left us asking what does this…

Think of the typical video ‘gamer’ and chances are you’d apply the usual stereotypes. But this report by the Guardian newspaper reminds us why stereotypes are often lazy and incorrect; and why we can all run the risk of missing great…

We love the new Always ad! It’s managed to expose a hugely important social perception, that ‘being a girl’ is sadly imbued with largely negative characteristics. What they’ve also managed to do and (here’s the clever part) is make this kind…

We think dads are amazing and we hope you will too when you check out this brilliant new advert from Dove. We all know men sometimes don’t get the recognition or seek the limelight for being a great dad. It’s…

There’s a strong call for gender specific marketing, but it’s not something we believe in. That’s because making things ‘overtly female specific’ can result in crude solutions that are patronising to the very women brands are trying to appeal to.…